good, better bet product management (seattle product camp keynote)
DESCRIPTION
Talk for Seattle Product Camp (25 Oct 14) on minimally viable product management (just enough to avoid hindering product flow) up through great product managers/leaders/thinkersTRANSCRIPT
Product Management: Good, Better, Best
Rich Mironov
25 October 2014
1 © Rich Mironov, 2014
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• Veteran product manager/executive
• 6 startups, including as CEO
• “The Art of Product Management”
• First Product Camp, first product tracks at Agile conference
ABOUT RICH MIRONOV
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market information, priorities, requirements, roadmaps, epics,
user stories, backlogs, personas, MRDs…
product bits
strategy, forecasts, commitments, roadmaps, competitive intelligence
budgets, staff, targets
Field input, Market feedback
Segmentation, messages, benefits/features, pricing,
qualification, demos…
Markets & Customers Development
Marketing& Sales
Executives
Product Management
WHAT DOES A PRODUCT MANAGER DO?
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• Focus on deliverables and processes
• Engineering and Marketing see promptness, not quality
• But great product management >> deliverables
• We earn our pay by making hard decisions
HARD TO QUANTIFY PRODUCT MANAGEMENT EXCELLENCE
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REQUIRED SPORTS ANALOGY: [1] LEARN THE BASICS
[2] TECHNICAL MASTERY
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[3] BRILLIANCE >> TECHNIQUE
• “Minimally viable product manager” • Learn the tools, keep the product process flowing
• Technical mastery • Best practices, efficient processes, successful products
• Strategic brilliance • Creative solutions, competitive advantage,
seeing around corners
GOOD, BETTER, GREAT PRODUCT MANAGEMENT
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1. Market insight
2. Agile
3. Pricing
4. Organizational thinking
FOUR ASPECTS
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“Daddy said that customers will want this.”
MINIMALLY VIABLE MARKET INSIGHT
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TECHNICAL MASTERY: KNOWN MARKETS, UNDERSTOOD NEEDS
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DEEPLY CHANNELING CUSTOMER NEEDS
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• Choose a model
• Play your part
• Make some music
MINIMALLY VIABLE AGILE PRODUCT OWNERSHIP
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• Teamwork
• Right-sized stories
• Groomed backlog
• Harmony
• Assigned roles
TECHNICAL MASTERY OF AGILE PRODUCT OWNERSHIP
• Whole team contributes to market insights
• “Customer problems we are solving” instead of “what customers asked for”
TRANSCENDING TEXTBOOK PROCESSES
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We have a price • Matches competition
• Doesn’t delay launch
MINIMALLY VIABLE PRICING
B2B: $20 per month per user
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Apply well-known models correctly
TECHNICAL MASTERY OF PRICING
Basic
Expa
nded
Advanced
Core feature #1 √ √ √ Core feature #2 √ √ √ Core feature #3 √ √ √ Baseline support (5*8, email) √ √ √ Baseline capacity √ √ √ Monthly newsleFer √ √ √ Major upgrade feature √ √ Cool feature √ √ Extra capacity √ √ Expanded service hours (6*12) √ √ Professional feature √ Tons of capacity √ Concierge service (24*7, phone) √ Golf with sales rep √ CEO welcome leFer √
New pricing model changes basis of competition
STRATEGIC MARKETPLACE DISRUPTION THROUGH PRICING
• Plays well with others
• Sales is willing to invite to customer meetings
MINIMALLY VIABLE ORGANIZATIONAL SKILLS
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• Knows what motivates stakeholders and team
• Smoothly leads without authority
• Understands org charts and organizational structures
TECHNICAL MASTERY OF ORGANIZATIONAL MODELS
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• Sorts roles from personalities, anticipates behaviors
• Coaches across all levels and functions
• Given our executive team, how should we be structured?
STRATEGIC INSIGHT INTO PEOPLE AND ORGANIZATIONS
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Deeply understands customer needs…
Can quantify the value of solutions…
Partners to get great product built…
Gently manages the organization…
Helps customers discover/appreciate/buy
SO A GREAT PRODUCT MANAGER…
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WELCOME TO PRODUCT CAMP SEATTLE!
Rich Mironov San Francisco, CA 94102
RichMironov
@RichMironov
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